The Story of Radio Ads and How Peterborough Businesses Can Tune In

The Early Days: Radio Advertising is Born

Let’s rewind back to the 1920s. The world was changing fast—cars, telephones, jazz music, and yes, the radio. It was the new kid on the block, offering a magical experience: real-time news, music, and entertainment beamed into your living room.

The first paid radio ad is believed to have aired in 1922 in New York City, promoting a real estate development. It cost just $50. From that moment, the idea of using radio to reach people at scale was born.

In the UK, the BBC launched in 1922, but it didn’t carry advertising due to its public service mission. Commercial radio wouldn't arrive until the 1970s, when local commercial stations were introduced to give businesses a way to speak directly to local audiences. 

For decades, radio was a reliable, trusted companion—on kitchen countertops, in workshops, and later, in every car. Businesses big and small used catchy jingles and memorable slogans to stick in people’s minds. “Go to work on an egg” or “For mash, get Smash” became part of British culture.

The Golden Age of Local Radio

By the 1980s and 1990s, local radio was booming.

Towns and cities across the UK had their own stations, tailored to regional tastes. Local presenters, local news, and local businesses filled the airwaves.

For Peterborough businesses, it meant being able to speak directly to customers in the area. Whether you were a butcher, a builder, or a bridal boutique, radio gave you a voice. You could sponsor shows, run special offers, or just get your name out there every morning during the breakfast show. 

Listeners trusted their local stations. They were loyal. And for advertisers, that trust rubbed off. 

Why Local Radio Still Works—Even in a Digital World

Despite the explosion of digital platforms, local radio remains a powerful way to reach audiences. Here’s why it still makes sense for local businesses:

1. It’s trusted, presenters have built relationships with their audience. People still believe what they hear on the radio.

2. It’s personal: Local stations talk about local events, local weather, and local businesses. That relevance matters!

3. It’s cost-effective: Compared to other media like TV or print, radio advertising can be more affordable, especially for smaller businesses. 

4. It fits into people’s lives: Whether driving to work, walking the dog, or cooking dinner, people listen while they do other things.

5. The magic of radio is that it’s a companion, not a distraction.

Enter Smart Advertising: The Digital Radio Revolution

Now let’s talk about the exciting parts about digital radio advertising.

Modern radio isn’t just about blasting a message out and hoping it sticks.

Thanks to digital platforms, you can now target specific audiences, measure performance, and get real value for money.

Take digital audio advertising through platforms like Spotify or DAX (Digital Audio Exchange, which includes stations like Heart, Capital, and LBC).

These platforms let you:

• Target by location – reach listeners in your area only.

• Choose your audience – age, interests, listening habits, and more.

• Track results – impressions, engagement, click-throughs, and more.

• Use dynamic creative – ads that change based on time of day, weather, or user behavior.

So rather than a generic ad at 3 p.m., you could run an ad that says:

“Stuck in traffic on Bourges Boulevard? Order your dinner now from Pizza House and we’ll have it ready when you get home.”

That’s smart, relevant, and effective.

How Can You Get Your Business Started?

If you’re running a business and you're interested in digital audio, here’s how to get started:

1. Know Your Audience

Are you trying to reach busy parents? Tradespeople on the road? Young professionals? Knowing who you're speaking to helps you choose the right platform and message. 

2. Pick the Right Platform

Traditional radio, Spotify ads, local podcasts, or a mix? Local stations like Heart East or Greatest Hits Radio still pull strong listener numbers. But streaming platforms can offer more control.

3. Craft a Great Message

Keep it simple, friendly, and local. Mention your local area, reference local landmarks, and speak the way your customers speak.

4. Get Creative with Audio

Don’t be afraid to have a bit of fun! A catchy jingle, a local voice, or even a mini-story can make your ad memorable.

5. Track & Tweak

With digital campaigns, you can see what’s working and adjust things as you go. Try different messages, times of day, or audience segments.

Frequently Asked Questions

Digital Radio Advertising

1. Is radio advertising still effective in the digital age?

Yes. Despite the rise of digital media, radio till this day is a highly trusted and widely consumed format. People still listen in their cars, on smart speakers, and via mobile apps. With the right message and frequency, radio can deliver strong results, especially at a local level where trust and familiarity really matters.

2. How much does radio advertising cost?

Costs vary depending on:

• The radio station 

• Time of day (peak times like breakfast and drive-time cost more)

• Length of campaign

• Whether you need a professionally produced ad, local campaigns can start from a few hundred pounds, while larger or longer-term campaigns may be more. It’s more affordable than TV and can be tailored to different budgets.

3. How do I know which station is best for my audience?

It depends on who you’re targeting:

• Heart FM might reach a broad adult audience.

• Digital stations or Spotify ads can let you target by age, interests, or postcode.

A media planner or an advertising agency in Peterborough can help match your audience with the right platform.

4. Can I target just local listeners in Peterborough?

Yes. Most commercial radio stations have local coverage areas. With digital audio platforms (like Spotify or DAX), you can get even more specific, targeting people only in the Peterborough area based on location data.

5. Do I need to write or record my own advert?

Not necessarily. Most stations or agencies offer scriptwriting and production services. You just need a clear idea of what you want to promote. A good advertising agency in Peterborough can help bring your message to life with professional voiceovers and music.

6. How long should my radio ad be?

The standard ad length is 30 seconds, but you can run shorter (10–20 seconds) or longer ads depending on your message. Sometimes shorter ads played more frequently are more effective than one long one.

7. How often should my ad be played?

Frequency is key. Listeners usually need to hear your ad multiple times before taking action. A successful campaign might involve daily spots over several weeks, especially during prime listening hours like breakfast and commute times.

8. Can I track results from a radio campaign?

Yes, but not always directly. You can:

• Use a unique offer code or phone number.

• Mention a specific landing page 

• Measure spikes in traffic or enquiries during the campaign.

With digital audio, you get more detailed analytics like impressions, completions, and listener demographics.

9. Is radio better for branding or direct response?

It works for both, but branding is its real strength. Radio builds awareness, familiarity, and trust over time. However, if your message is clear and includes a strong call-to-action (like a sale or event), you can also drive immediate response.

10. What makes a great radio advert?

A great ad is:

• Simple – one clear message

• Local – mention nearby areas

• Memorable – a strong hook or jingle helps

• Friendly and natural – like a trusted voice chatting to the listener

• Action-driven – tell people what to do next (“Visit us today” / “Call now”)